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Case studyBrand identitySocial mediaWeb

Amethyst Exotic

Building a Yorkshire reptile rescue into a brand people recognise, trust and share.

RoleSocial media, brand identity
AimA recognised East Yorkshire rescue
ChannelsTikTok · Insta · FB · LinkedIn
OutputBrand system, 27+ posts
01

The aim

The aimGrow Amethyst Exotic into a recognised reptile rescue across East Yorkshire.
Recognisable

One look everywhere

The same logo, colours and post layouts on TikTok, Instagram, Facebook, LinkedIn and the website.

Trusted

Real expertise

Care guides, health checks and myth-busting, featuring the rescue's own residents.

Shareable

Trend-led video

Short, funny clips built on formats people were already watching.

Joined-up

Website and socials agree

Consistent name, handles and calls to action across every touchpoint.

02

The brand system

Built with the CEO and now used across amethystexotic.co.uk. A snippet of the full guidelines:

Logo family
Amethyst Exotic emblem
Amethyst Exotic line mark

A full-colour emblem for dark backgrounds and a single-line mark for light ones and small sizes, plus a spaced serif wordmark for banners.

Colour
Night#0E0B16
Amethyst#3F277B
Violet#7A4EFD
Lilac#CBB6FF
Mist#F5F2F9
Mint#A8F0C8
Gold#F4C96A
Coral#FF7A59

Purple carries the brand. Each accent has one job: mint for good habits, gold for special residents, coral for warnings.

Type
SHED?Poppins ExtraBold
Why doLora Italic

Every headline pairs a soft italic lead-in with a heavy statement, so it reads like a question and an answer.

Post anatomy
Post No. 10 with labelled parts 12345
  1. Logo & series number, top-left, so the feed reads as one numbered series.
  2. Topic pill naming the content pillar.
  3. Headline pair: italic lead-in plus a bold statement.
  4. Content block: checklist, icon cards or steps.
  5. Footer with the website and social handle.
Three themes
Night for care guides and facts
Lilac for residents and community
Full-bleed photo for single-species stories
03

The results

7×more views on trend-led short videos than on the static education carousel
  • "No you cannot come into the out now!"Owner humour: a meme caption over a gecko begging at the glass.
    4,146
  • "POV: your ackie monitor thinks he's the new Spiderman"A trending POV format, applied to real reptile behaviour.
    3,759
  • Crested gecko at feeding timeA short close-up of a resident mid-hunt. No text needed.
    2,387
  • "Thinking about getting your first reptile?"Useful education, but a static carousel reaches fewer people.
    564
  • "Reptiles FAQ time"Text-heavy. Better suited to the website than the feed.
    349
Trend-led videoStatic post
04

Post library

The numbered series, the education carousel, the flyer and the LinkedIn launch. Tap to enlarge.

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